Sky embarks on PR drive to show its ’human’ face

Sky is embarking on its first concerted PR exercise to promote the broadcaster’s ’human face’ to the community.

Sky is embarking on its first concerted PR exercise to promote the

broadcaster’s ’human face’ to the community.



’Reach for the Sky’ is Sky’s first foray into cause-related marketing

and will be launched in April.



The pounds 6 million campaign represents one half of Sky’s millennium

celebrations, the other half being Sky’s sponsorship of the Millennium

Dome.



The broadcaster is working closely with the Department of Education and

private bodies such as the Science Museum in giving career advice to

14- to 16-year-olds. The full weight of the broadcaster’s network is

being placed behind the campaign with public service announcements being

shown on all Sky channels.



An information hotline is being set up to allow teenagers and their

parents to order a career pack. Weekend courses on career opportunities

for youngsters will also be hosted by Sky. ’It could be about journalism

or TV or say, for example, the Science Museum could help on advice on a

career in science,’ said a Sky spokesman.



Sky has appointed Good Business, the social marketing agency set up by

former M&C Saatchi ad man Steve Hilton, to handle the campaign.



’Reach for the Sky’ is being launched at a time when Sky is striving to

reposition itself as a more upmarket TV brand that gives the consumer a

wider choice of viewing through a variety of networks. Choicewill be the

key word behind all Sky’s future PR and marketing drives.



Analysis, p9.



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